Have you ever noticed how some brands easily get into the news?
It’s called newsjacking. It’s a powerful tool for businesses to get more visibility.
By joining current events, companies can create buzz, capture attention, and build credibility.
In this article, we’ll talk about newsjacking, how it works, and ways to use current events to benefit your business.
Newsjacking Explained
Definition and Purpose
Newsjacking is when brands use trending news stories to promote themselves. The goal is to get attention by connecting with what’s happening in the media.
This approach can help organizations reach their audience effectively. It’s important to define the purpose of newsjacking first.
By reacting quickly to news and offering valuable insights, brands can show their expertise. Developing good relationships with journalists is also key to getting media coverage.
In the end, mastering newsjacking can lead to a strong marketing strategy that connects with customers and achieves goals.
John Rougeux’s Contribution
John Rougeux has emphasized the importance of speed and relevance in newsjacking. He highlights the need for brands to react quickly to trending news and tailor their content accordingly.
His insights focus on real-time engagement on platforms like Twitter. Rougeux advocates for brands to build relationships with journalists and experts for quality commentary.
By being reactive to the news cycle, brands can increase visibility and credibility. Rougeux’s successful tactics show how brands can capitalize on opportunities to be part of conversations and gain media coverage.
His work has transformed how brands approach newsjacking, making it a dynamic and effective strategy in today’s digital marketing world.
Newsjacking Techniques
Real-Time Engagement
Real-time engagement is beneficial for a brand’s marketing. It allows them to interact with their audience instantly.
By using hot topics or news, brands can create timely content that grabs consumers’ attention.
Newsjacking, where brands join ongoing conversations, helps them stay relevant in the media.
Speed is crucial in newsjacking. Brands must act quickly to benefit from current events.
Having experts on standby to offer comments or quotes on news stories positions brands as industry experts.
This quick approach not only increases visibility but also helps build relationships with consumers and journalists.
In today’s fast news cycle, brands that provide quality content and insights promptly have a better chance at success in their marketing efforts.
Utilizing Trending Topics
Businesses can use trending topics for newsjacking by keeping an eye on news stories. They should look for trends that match their brand. For instance, a brand can respond fast to breaking news by sharing insights on social media. These strategies keep the brand relevant and current, allowing them to connect with their audience instantly.
However, there are risks like looking opportunistic or insensitive if not done carefully. By having a team of experts available for interviews, brands can manage these risks and make successful newsjacking campaigns. This proactive method helps maintain good relationships with customers and the media, showing the brand as an industry expert.
Speed is crucial in newsjacking because news changes rapidly. Brands need to act quickly to get coverage opportunities. In the end, integrating trending topics into a newsjacking plan can be a strong tactic when executed thoughtfully and skillfully.
Tips for Effective Newsjacking
Monitor News and Stay Informed
Keeping up with the latest news and trends is important for brands looking to newsjack successfully. By staying informed and monitoring media, brands can find opportunities to join relevant conversations and engage with their audience quickly.
Speed is crucial in newsjacking, as being quick to respond to breaking news can lead to more visibility and coverage. To respond promptly, brands can create a team dedicated to monitoring news sources and spotting opportunities for newsjacking. Building relationships with journalists can also help in getting brand commentary featured in news stories.
When newsjacking, using branded content is key to maintaining brand integrity. By incorporating brand elements into news stories, brands can effectively communicate their message and align with their marketing strategy. Having spokespeople available for interviews can further establish the brand’s presence in the industry and boost the success of newsjacking efforts.
Act Fast and Be Relevant
Brands need to act fast and stay relevant when newsjacking. In today’s fast-paced media world, responding quickly to breaking news or trends can boost a brand’s visibility and credibility. To succeed in newsjacking, brands should stay informed, monitor news closely, and spot opportunities for timely responses.
Using branded content, brands can align their messaging with current events and bring value to discussions. For example, a clothing brand can share fashion tips during a red carpet event, or a food company can offer recipes for a popular cooking competition.
Being both reactive and proactive helps brands establish themselves as experts and connect with journalists and audiences. Speed, quality, and insight are crucial for a successful newsjacking strategy, with expert spokespeople providing valuable insights in interviews or quotes for news pieces.
By embracing a rapid and relevant approach to news, brands can navigate the changing news cycle effectively and make the most of their marketing efforts.
Leverage Branded Content
Brands can effectively use newsjacking with branded content. This means they can connect their content with breaking news and trending topics. By doing this quickly, brands can join relevant conversations, get media coverage, and engage with their audience in real-time.
For instance, a brand can provide expert opinions on current news in their industry. This helps them position as thought leaders and get exposure. Using branded content in newsjacking helps brands show their expertise and build relationships with journalists, increasing their chances of appearing in news stories.
To succeed in this strategy, brands need to be fast, produce quality content, and understand how news cycles work. By being a reliable source of information, brands can connect more deeply with customers and improve their marketing.
Brands can also work with spokespeople or influencers to make their branded content more credible and insightful. Being both proactive and reactive helps brands navigate the fast media world and succeed in their marketing plan.
Examples of Successful Newsjacking
Oreo’s Real-Time Marketing
Oreo had a smart way to talk about what’s happening. They quickly made content that people liked and related to.
They paid attention to what’s new and what people are talking about. Oreo’s team moved fast and made good content that got noticed. Whether it was big news or a trending topic on social media, Oreo always had something to say.
They showed their skills and knowledge by jumping into conversations. Oreo used fun ideas and smart messages to get people and the media interested.
Their strategy not only got people talking but also made them more popular. Oreo shared helpful thoughts and talked in interviews. This made them important in the fast news world.
Arby’s on Pharrell’s Hat
Arby’s capitalized on Pharrell’s hat at the Grammy Awards by making a clever comment about it on social media. This move quickly got them involved in the popular conversation. Their fast response helped them link their brand to a hot news topic and get significant media attention.
Their quick action showed their team’s ability to keep up with trends and engage with their audience in real-time. Customers and journalists positively responded to their communication, proving the success of their newsjacking strategy.
Arby’s demonstrated their industry expertise by seizing the chance to talk about a trending story. This not only created excitement around their brand but also showcased their creativity and quick thinking in marketing and communications.
Brands Doing Newsjacking Right
Motive PR’s Creative Approach
Motive PR is great at using newsjacking. They keep an eye on the latest news and industry trends to react fast and give quality commentary.
They watch breaking news and social media to find chances to talk about their brand.
Motive PR knows how important speed is in being the first with a unique angle. This helps them get coverage in top media and connect with their audience right away.
Their success comes from building relationships with journalists and spokespeople.
By staying ahead of the news and giving timely commentary, Motive PR stands out in newsjacking strategies.
Respectable Brands’ Insightful Commentary
Respectable brands can share insights when newsjacking. They can use their expertise to offer valuable comments on hot news topics. By interacting with journalists, brands can become trusted sources, adding quality comments to news discussions.
Brands should think about speed, relevance, and brand image when using newsjacking. Success involves being ready to act quickly on breaking news. Building relationships with journalists and being willing to give interviews helps boost a brand’s presence and credibility in the media.
Weighing the Pros and Cons
Developing a Newsjacking Strategy
To develop a successful newsjacking strategy, businesses need to:
- Regularly monitor news and stay informed about trending stories.
- Actively follow breaking news and social media trends.
- Align their content with current events for timely engagement with the audience.
- Enhance brand visibility and credibility by connecting with current events.
However, there are potential drawbacks to newsjacking:
- Acting too quickly or insensitively can harm the brand’s reputation.
- Speed must be balanced with quality and thoughtful communication.
Brands should:
- Have a dedicated team of experts ready to react swiftly to news stories.
- Provide valuable insights and commentary.
- Build strong relationships with journalists and spokespeople.
- Position themselves as industry leaders through strategic newsjacking campaigns.
The Impact on Brand Image
Effective newsjacking can help brands improve their image with consumers and the public. This strategy involves using current news or trends to join media and social media discussions, showcasing their expertise and gaining exposure.
Quickly responding to news with valuable insights can boost a brand’s reputation and credibility. However, there are risks. Poorly executed newsjacking can make a brand seem insincere or opportunistic, harming their reputation.
To succeed, brands must ensure their responses are timely, relevant, and high-quality. By combining speed, expertise, and communication, brands can effectively newsjack and enhance their image.
Over to you
Newsjacking is a clever way to boost visibility and engagement by connecting your brand to current events. Stay updated on hot topics, then incorporate them into your marketing strategy to captivate your audience. This tactic helps your brand stay relevant and draws attention from your target audience.
FAQ
What is newsjacking?
Newsjacking is the practice of leveraging breaking news to promote products or services. This involves creating timely content that piggybacks on trending topics. For example, a company might create a blog post or social media post related to a recent news story to attract attention.
How can newsjacking help leverage current events?
Newsjacking can help leverage current events by quickly reacting to breaking news and inserting your brand’s message or content. For example, a company leveraging a trending hashtag or news story to create social media campaigns can increase brand visibility and engagement.
What are some examples of successful newsjacking?
Some successful newsjacking examples include Oreo’s “Dunk in the Dark” tweet during the Super Bowl blackout, and Charmin’s “Royal Flush” post during the royal baby announcement. Both brands capitalized on trending topics to create engaging content.
What are the risks of newsjacking?
The risks of newsjacking include damaging your brand reputation if done insensitively, appearing opportunistic, and facing backlash from the public or media. It’s important to stay relevant to your brand and audience to avoid these risks.
How do you determine if a current event is appropriate for newsjacking?
Determine if a current event is appropriate for newsjacking by considering relevance, timeliness, and potential impact on your audience. For example, if the event aligns with your brand values or offers a unique angle to engage your audience, it may be suitable for newsjacking.
